PHD Media, the communication and marketing agency of Omnicom Media Group, UNA Member, announces the start of a series of cookieless tests on video and display formats. The tests, powered by ID+, the global universal identity solution from Zeotap, deliver audience reach without the help of third-party cookies or MAIDs (Mobile ad IDs).
PHD used Zeotap’s universal identifier on the properties of Italiaonline—the country’s primary internet company—through Supply-side Platform (SSP) Index Exchange. The deterministic audience segments were built based on transparent user authentication through hashed email addresses of users who’ve provided explicit consent. To date, the tests have shown a strong reach, with several million unique user profiles already matched.
“We are following market developments on the subject of cookieless future with great attention, and for this reason we were among the first to move with extensive tests that led to the adoption of increasingly effective and privacy-compliant targeting models,” comments Stefano Forcinetti, Head of Programmatic at PHD Media Italia. “The results recorded so far were very encouraging both in terms of reach and performance and have shown us that we are going in the right direction. Zeotap’s ID+ solution has allowed us to expand the range of cookieless solutions offered by the agency, maximising the value of our clients’ campaigns through a scalable, one-to-one product that puts privacy and data first.”
Zeotap’s ID+ is a global universal ID solution that is identifier-agnostic and enables advertisers and publishers to resolve identities at scale in a cookieless, privacy-first world. It is built on top of the world’s largest deterministic identity graph. In addition to baking compliance into every ID+ record, Zeotap’s solution does not rely on cookies or mobile ad IDs (MAIDs).
“PHD Media is the first media agency in the Italian market to rely on a purely cookieless ID solution to achieve an addressable (one-to-one) and privacy-compliant campaign. It’s great to see advertisers embrace the future and take on the role of pioneering digital marketing innovation,” comments Florian Lichtwald, Managing Partner and Chief Business Officer at Zeotap.
Carmine Laltrelli, Adv Tech Director of Italiaonline, adds: “Italiaonline has long been committed to offering people-centric advertising solutions and our partnership with Zeotap is an important step in the development of identity solutions. With this approach, we believe that the evolution of the market in a cookieless perspective can make the whole advertising ecosystem more sustainable and beneficial, both for investors and users.”
About Zeotap
Zeotap is the next-generation Customer Data Platform. It empowers brands to unify, enhance and activate customer data in a cookieless future, all while putting consumer privacy and compliance front-and-center.
Recognized by Gartner as a “Cool Vendor”, Zeotap works with over 80 of the world’s top 100 brands, including P&G, Nestlé and Virgin Media. It is also the founding member of ID+, a
universal marketing ID initiative.
For more information visit www.zeotap.com.
About PHD
PHD is the media, communications and marketing agency known globally for its ability to innovate in planning and buying across all traditional and emerging media channels.
Founded in London in 1990 as a media planning agency, PHD now has over 6,500 employees working in more than 100 offices in 74 countries.
Built on a culture of thought leadership, innovation and creativity, PHD is now one of the fastest growing media networks in the world.
Innovation and creativity are also fostered through Omni Studio – a global collaborative platform that draws strength from across PHD’s network – and Omni – Omnicom’s insight and precision marketing platform.
The network holds the title Media Network of the Year 2020 and 2021 at the Cannes Lions International Festival of Creativity, M&M Global’s Network of the Year 2020, EMEA Media Network of the Year 2020 at the Campaign Awards and is currently in the top four of the Warc Media 100 ranking, which selects the world’s most awarded agencies.
In Italy PHD is active in two locations, Milan and Verona.
PHD is part of Omnicom Media Group (www.omnicommediagroup.com), a division of Omnicom Group Inc. (NYSE: OMC)
PHD | Make the Leap
phdmedia.com/italy
About Italiaonline
Italiaonline is the leading Italian internet company with a presence throughout the country. It operates in the Consumer, SME and Large Accounts segments. With brands such as Libero, Virgilio, DiLei, QuiFinanza, Supereva, Buonissimo, SiViaggia, PagineBianche, PagineGialle, PagineGialle Casa, TuttoCittà and others – Italiaonline reaches every day 10.2 million unique users*, 7.5 million of which from mobile, with a market reach of almost 63%**. In the SME segment, over 200,000 companies today rely on Italiaonline for their online presence, development of showcase websites or ecommerce enabled sites, web marketing and digital advertising (including the management of advertising campaigns and lead generation via social networks and search engines) and for all the solutions aimed at increasing businesses and online reputation. Italiaonline is in the segment of Large accounts as well, through IOL Advertising, the first digital advertising sales agency in the country, supporting the main economic operators in the development of their digital communication campaigns.
* Source: Audiweb View 2021, powered by Nielsen, TDA DAUs Jan 2021
** Source: Audiweb View 2021, powered by Nielsen, TDA MAUs, Jan 2021
